The Customer journey map model is a column diagram, which symbolizes one of the customer journeys from the Customer journey landscape model. The customer journey map provides the Customer journey step and Customer touchpoint objects to enable the illustration of the "journey" that the customer takes with the organization and that characterizes the customer's interactions with the company. The model can thus incorporate a detailed description of customer touchpoints, including the relevant KPIs, organizational responsibilities, initiatives, and risks.

However, the main object in this model type is the Customer touchpoint, which can be described using many different attributes, including:

It is also possible to specify whether the customer touchpoint is a moment of truth, a pain point, or a best practice. Given that this information is very important, it is displayed in the model using special symbols.

Moment of truth (MoT) indicates that the touchpoint is a crucial and decisive touchpoint for the company and the process. An MoT can dictate whether the relationship between the customer and the company is either reinforced or broken. Identifying moments of truth should therefore be assigned a high priority because such touchpoints have a direct effect on business.

To make the modeling of the customer journey map as simple as possible, ARIS enables the placing of objects using drag and drop. In addition, it is not necessary to draw connections between objects because this model type automatically creates the required object relationships, with the exception of objects of the Customer journey step type. All objects in a column belong to the Customer touchpoint object, which, in turn, is related to the Customer journey step object.

If a customer journey step has more than one customer touchpoint because there are multiple channels, the individual touchpoints can be described in more detail by assigning a customer touchpoint allocation diagram. If you do not assign an allocation diagram to a given touchpoint, all objects below that customer touchpoint will be used for all touchpoints in the relevant step. In this way, it is only a general touchpoint specification.